The Fight for America’s Future: Why DEI and Multicultural Marketing Matter More Than Ever

By David Morse – Market Researcher, Author, Adjunct Professor

The reelection of Donald Trump is not just a political shift—it’s a harsh reality check for millions of Americans who had hoped we were moving forward. For Hispanic families now facing the threat of mass deportations, for Black communities still grappling with deep and persistent inequities, and for trans and LGBTQ+ Americans bracing for another wave of attacks, this isn’t just about policies. It’s about our safety, our dignity, our futures.

At the heart of it all is the war on “woke”—a battle that has come to define the deep divisions in this country. For some of us, DEI and multiculturalism represent progress, a necessary step toward a more inclusive and equitable society. But for others, these initiatives have been framed as overreach—as unfair, exclusionary, or prioritizing diversity at the expense of merit. The backlash isn’t just about politics; it’s about the perception of loss—the idea that America’s changing demographics and corporate diversity efforts have come at the cost of those who once felt secure in their place — often heterosexual Whites.

But the consequences of this backlash aren’t just theoretical. Hispanic families live in fear of separation. Black Americans continue to face systemic inequities—not just in corporate leadership, but in wealth, education, social justice, and economic opportunity. Trans youth wake up every day to new laws restricting their rights, their healthcare, and their very existence in public life.

This isn’t an abstract ideological debate. It’s about human lives, and they are on the line.

The Corporate Retreat from DEI

Once seen as essential for fostering equitable workplaces, DEI is now being abandoned under pressure from lawsuits, political attacks, and reactionary culture wars. Major corporations are quietly rolling back their commitments:

• Amazon removed all references to diversity from its annual report.
• Google scrapped its hiring goals for underrepresented groups.
• Meta, Walmart, McDonald’s, and others have slashed or eliminated key DEI programs.

These rollbacks don’t just hurt employees—they weaken companies. Businesses that lack diversity fail to reflect their customer base, often stifle innovation, and frequently but unwillingly, alienate the very consumers who drive their profits.
DEI and Multicultural Marketing: The Smart Business Move

The companies pulling back on DEI may think they’re avoiding controversy. In reality, they’re setting themselves up for failure.

Because the numbers don’t lie:

• By 2045, the U.S. will be a majority-minority country. (Brookings)
• *Latinos alone will drive $1.9 trillion in consumer spending by 2030. (Pew Research)
• Companies with diverse leadership teams outperform competitors by 39%. (McKinsey, 2023)

The companies that lean in—those that invest in diverse talent, build inclusive workplaces, and embrace multicultural marketing—will thrive in the decades ahead.

• The ones that pull back? They’ll be playing catch-up.
• Who Will Lead, and Who Will Be Left Behind?

We’re already seeing two kinds of companies emerge in response to this backlash:

The ones retreating. They’re scrubbing DEI from their reports, backing away from multicultural marketing, and hoping to avoid controversy.

The ones doubling down. They understand that inclusion isn’t just the right thing to do—it’s a competitive advantage.

Nike, McDonald’s, Netflix, and Disney are leaning into multicultural marketing—not because it’s trendy, but because it works. Their success stories prove that representation isn’t a liability—it’s a business strategy. Meanwhile, companies that have abandoned DEI are facing backlash, lawsuits, and declining trust from the very consumers they need to survive.

The Market Will Decide the Future—Not Politicians

The political war on “woke” will continue, but demographics don’t change based on election cycles. The country is evolving, and businesses have a choice:

They can retreat—playing it safe, pulling back, and ultimately making themselves irrelevant.
Or they can lead—investing in diverse talent, speaking to multicultural audiences, and shaping the future.

One approach leads to growth. The other leads to decline.

The Bottom Line

America is changing—for the better. The fight for DEI and multicultural marketing isn’t about politics. It’s about people. It’s about communities. It’s about the future.

And that future belongs to those who choose progress over retreat.